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I love music. It’s actually the main reason I got into radio. The music—then the personalities—are what have always driven this industry. As I mentioned in a previous piece, it was the music and how the personalities presented it that truly stood out.

For DJs, it’s about playing the music and watching how people respond—flocking to the dance floor—and seeing how long you can keep them there. Then there were the MCs, who hyped and sold the music and artists, making it feel even more special.

Somewhere along the way, though, playing new music became a negative. But how does a song become a hit if it’s never played? If you don’t play new songs, how will they ever have a chance? Every time I heard the phrase “play the hits,” I wanted to scream. Again, I ask—how does a song become a hit?

Now, I don’t really want to debate this. But one thing that can push a record toward hit status is marketing—or more accurately, . But at the end of the day, the song still has to resonate. It has to connect—emotionally, culturally, or rhythmically, ideally, on multiple levels.

Music is subjective. But it’s supposed to be subjective for the listener, not necessarily the programmer. The goal for the PD is to find those songs that they feel will connect with their audience.

So what I really want to do here is encourage Urban program directors to actively seek out new music. With the explosion of TikTok, it seems the platform has been given more and more power to introduce new songs. Some will say “big” or “hit” songs come from social media. I absolutely agree with that. One of those songs is “Boots on the Ground” by 803 Fresh. Shout out to the 803.

Now, let me be honest, it’s not one of my favorite songs. Yet one of my philosophies as a programmer has always been: If my listeners like it, I love it.

I love discovering great new music that I hope becomes a hit. I’ve always said new music is the lifeblood of Urban radio. We see this play out often with arguably the two biggest icons in music today—Beyoncé and Taylor Swift. The Swifties and the BeeHive flock to new music every time their favorites drop an album.

But the times we’re programming in now aren’t artist-centered, they’re song-centered. And that can be problematic for radio. Can you imagine a station built on one-hit wonders? No shade, but can you sustain a format on Ini Kamoze, Cali Swag District, and 803 Fresh alone?

Who knows—these artists could have another social media hit next week to add to their music offerings. And I do appreciate their contributions to music and culture. What I’m saying is, we need to be open to artists who have a body of work. Those who really lean into the format, not just a viral moment. That’s what will help sustain Urban music—and hopefully, Urban radio.

We should be actively searching for those artists across mainstream, adult, and gospel formats. The podcaster in me loves this, too, because the stories behind those artists can be just as compelling as their songs.

I’d love your thoughts. Feel free to reach out on social media or by email.

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